Laura Kern, APR
Communications Professional
Passionate and enthusiastic marketing and public relations professional dedicated to improving communications for clients.
Results-oriented community builder dedicated to an organization’s reputation. An entrepreneurial and collaborative marketing professional who takes immense pride in her team’s work. Enjoys the evolution of digital marketing strategy and data-based decisions to achieve an organization’s goals.
Exhibits strategic knowledge and judgment. Enjoys working in fast-paced environments & industries, and has a skill for problem solving. Works independently with a highly productive approach.
Recommendations
Skills
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Community builder:
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Uniting thought leaders and constituents in pursuit of shared interests
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Digital ambassadors: Facebook, Twitter, Instagram, Snapchat, LinkedIn, Pinterest, and YouTubeProven ability to develop lasting professional relationships • Expert in social media, SEO and PPC strategies, basic HTML knowledge • Analytics, metrics, KPI & ROI nerd, from native platforms, Google Analytics, etc. • Solid content curator with tools such as Google Alerts, online photo galleries,
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Proven ability to develop lasting professional relationships
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Expert in social media, SEO and PPC strategies, basic HTML knowledge
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Analytics, metrics, KPI & ROI nerd, from native platforms, Google Analytics, etc.
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Solid content curator with tools such as Google Alerts, online photo galleries, reddit, and others
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Strong communicator with exceptional writing and editing skills, including Associated Press style
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Enjoys constant education, currently interested in the evolution of video’s use on social media including live video
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Experienced art director with creative, photo and video teams, with basic editing and YouTube skills
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Experienced with most CMS, blog, and email platforms, including MailChimp, Wordpress, and Tumblr
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Highly proficient in Microsoft Office Suite, Mac iWork applications, Adobe Photoshop, and Acrobat Pro
RESUME
Summary
Professional
Experience
Professional
Activities
Education
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Developed a social media strategy to engage and attract new students to the college
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Analyzes social media engagement metrics and traffic monthly to measure the effectiveness of strategy and ROI, making necessary adjustments to meet changing audience preferences
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Leads an internal resource group of 50+ social media managers across campus to implement brand’s strategy
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Provides strategic leadership for marketing, internal, emergency and presidential communications plans
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Campaigns:
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Developed a content strategy to show the real student experience to prospective students with #RollinsLife and a student social media ambassador program. Recruited dozens of student ambassadors to share their #RollinsLife through posts on social media, which are then curated for RollinsLife.com. Following a semester of strong engagement, RollinsLife.com was launched to all students in the Rollins enrollment database via an email campaign. Rollins Life is now integrated into the flow of admission communications from first touch to acceptance and deposit.
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To target current and prospective students via Snapchat, their preferred platform, we first had to grow our audience. Developed a Snapchat campaign leading up to Fox Day to attract new followers, resulting in a 170 percent growth in followers. Daily content was then curated from student ambassadors to share the student POV for prospects. Views of Rollins’ stories increase month over month.
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An example of one of the many mini-campaigns ran weekly on Rollins’ social media to attract and inspire new students: Shared the 4-year college careers of eight graduating seniors on the college’s four main social media accounts leading up to graduation. The campaign reached 179,143 people and garnered 14,347 engagements, and an 8 percent engagement rate, which surpasses all industry standards.
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Serves as a Public Information Officer and consults campus leaders during emergency and crisis situations: see higher education specific FEMA Emergency Management Certifications below. PIO team anticipates and addresses emerging policy, crisis, and reputation issues that can affect the college.
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Works closely with college president to develop his own brand communications plan
Economic development organization for the four county Orlando Metropolitan Statistical Area.
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Managed social media strategy by engaging various target audiences and tracking monthly reach
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Created content for communications with various audiences and introduced new platform to track analytics
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Managed special projects, including script writing, webinar strategy and website copywriting
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Managed project announcement process including development of press and board communications
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Developed a public speaking strategy, coordinates events and writes talking points for CEO and other leaders
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Re-launched and managed public relations internship program
Orlando Economic Development Commission
Associate Director, Marketing & Communications
April 2012 - July 2013
Florida Hospital East Orlando, Marketing Manager
May 2011 – April 2012
Consumer marketing representative for the Florida Hospital system’s East Orlando campus.
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Developed 2012 marketing strategy for the East campus, including research, goal setting and executive buy-in
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Developed campus social media strategy and calendar and initiating a system-wide social media policy document
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Developed strategy for new videos to introduce campus and physicians to consumers and referring physicians
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Managed campus components of system-wide marketing quarterly campaigns: plan, reporting and campus ROI
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Coordinated marketing and ROI reports for campus initiatives including print, outdoor, radio and online (PPC) advertising, direct mail, internal communications, consumer events/lectures and physician media interviews
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Re-launched and managed marketing internship program
Led Palmdale, Calif. site employee communications with site VP and Communications Director
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Managed special projects, including website copywriting, brand videos and event planning
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Managed written and multimedia communications for intranet, employee emails and internal videos
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Worked with graphic department to design effective communications, including fliers, newsletters and brochures
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Continuously sought to improve an aged intranet site and introduced best practices to Aero-wide communications
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Supported ADP communications, the new business division of LM where the environment is classified
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Developed strategy and talking points for EVP quarterly webcasts to internal audiences
Lockheed Martin Aeronautics, Communications Rep
May 2010 – April 2011
Worked with an independent Los Angeles, Calif.-based PR practitioner focused in travel (DMO) and hospitality industries:
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Developed media and blogger relations for target outlets
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Developed social media plans, including drafting blog and twitter posts and developing social network engagement tactics
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Managed promotional communications and tactics, including developing webisode shoots and storylines
Worked with a small Los Angeles, Calif.-based, full service public relations and marketing firm:
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Conducted research and developed a public information outreach campaign, including focus group research
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Conducted B2B research for a national wholesale flooring company
Freelance Experience, Contract Marketing Manager
May 2009 – May 2010
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Assisted with dozens of marketing plans, including research, stakeholder interviews, planning and implementation
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Managed firm brand diligently by upholding it across various channels
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Managed firm advertising, which included researching opportunities, utilizing industry knowledge, developing insertion plans, managing graphic designers, ensuring placement and handling Bar approval process
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Developed hundreds of various marketing materials, from industry to attorney specific, emails and much more
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Managed website content; analyzed web metrics; and redesigned entire site and added SEO best practices
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Developed online professional networking firm policy, strategy and roll out plan
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Coordinated two successful firm-wide business development and CLE credited retreats:
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2007: 3-day business meeting with 160 attorneys and their guests. Assisted COO in planning entire retreat, which included presentation design, agenda development, event coordination, room assignments, serving as hotel contact and on-site coordinator, managed attorney gifts and was responsible for the event team.
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2008: 2-day business development meeting with 150 attorneys. Managed event from development of agenda to day of transportation; ran weekly meetings during development process to update COO and event team; managed budget, communication plan, hotel contract, attendance, menu selection and many other details.
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Increased readership and participation of firm intranet by developing new, more relevant, daily content.
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Re-launched and managed marketing internship program.
Broad and Cassel, Marketing Coordinator
August 2006 – August 2009
Promoted from PR intern to plan a county-wide event for a local Commissioner.
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Coordinated event from planning and budget development through execution, see post-event case study
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Facilitated media partnerships, sponsors and community leader participation
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Secured 20 sponsors who set up interactive displays at the event that promoted safety and engaged attendees
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Involved 27 VIP participants, including community leaders, to open the event with a bike ride through local trails
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Event attracted over 600 attendees, exceeding projections and expectations
Consensus Communications, Special Event Coordinator
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Created content marketing strategies to achieve key business goals for clients in myriad of industries, effectively driving brand awareness, engagement, and traffic to websites and social media pages
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Implemented strategy, consistently reviewing metrics, and offered improvement or pivot ideas to reach goals
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Generated creative, strategic, informative, and entertaining communications and marketing content for clients to attract target audiences, including white hat SEO practices
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Supervised execution of editorial, creative, social, and digital strategies in partnership with clients and vendors
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Relevant campaigns:
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Managed all marketing for the OrlandoiX festival, including all social media organic, paid, and ambassador initiatives, which gained the inaugural festival national exposure, reaching 16.3 million people through the seven-month campaign and trending two days during the festival on social media.
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Ran the six-month campaign to open Canvs, Orlando’s tech-centric coworking space, resulting in 50 percent occupancy, our goal, and 1.5+ million online and 1.5 million traditional media impressions
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Client industry list: economic development-focused national advertising agency, gas industry mobile app, economic development publication, transportation authority consumer initiative, health IT, personal training studio, analytics, community center, economic development organization, tech conference, etc.
Immediate Past President, 2016 – 2017
President, 2015 – 2016
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Managed a 22-person board and reported to the state association.
President-Elect, 2014 – 2015
Vice President of Interactive Media, 2013 – 2014
Treasurer, FY 2008 – 2009 & 2011 – 2013
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Updated yearly budget; managed checking account; and managed monthly event registration and payments
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Moved chapter to a secure money management process and saved money by transferring payments via PayPal
Roast & Toast Vice President, FY 2007 – 2008
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Raised $33,000+ for student scholarships. Managed entire event for 200+ guests and VIPs, including venue search and budget development, theme and graphic development, committee and sub-committee leader recruitment, communications, securing numerous in-kind donations and sponsors for event production, VIP reception, silent auction and general reception programming, post-event follow up and much more.
Accredited in Public Relations
2013
Florida Public Relations Association
Orlando Area Chapter
11 Year Member, 8 Year Board Member
Bachelor of Arts in Advertising/Public Relations, Cum Laude
Involved in many clubs on campus, event volunteer and recipient of distinctive awards: “PRSA Outstanding Future P.R. Professional” and Roast & Toast Scholarship recipient.
University of Central Florida
2003 - 2006
FEMA Emergency Management Certifications
2016
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2016 Introduction to the Incident Command System: ICS-100 for Higher Education
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ICS for Single Resources and Initial Action Incident: ICS-200
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National Incident Management System (NIMS): An Introduction IS-00700
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Public Information Officer Awareness: IS-00029
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Social Media in Emergency Management: IS-00042
Orlando Tech Association
2 Year Board Member
Executive Committee, Secretary, 2016
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Helping lead the creation of a strong board and future strategic planning.
Board of Directors, Communications Co-Chair, 2015
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Created communications plan for newly-formed NPO and Main Street District association
Intern
Experience
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Media relations and media analysis to demonstrate overall media perception of brands
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Marketing and communication projects
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Supported public relations campaigns with research, news releases, event planning and other projects
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Researched for client business development plans, competitor analysis reports and case studies
Industries Served: Economic development, commercial real estate, convention center, full service restaurants, local politics, big box retail, public relations, film festival, interior design, fast casual dining and architecture.
PUSH, Consensus Communications, Metro Orlando EDC, Universal Orlando Resort and Darden Restaurants
June 2004 - April 2006
Managed all marketing, media and social media activities and PR interns
Central Florida Credit Abuse Resistance Education (C.A.R.E.) Program
August 2008 – December 2008
Green Lifestyle Film Festival, Marketing Director
FY 2009 - 2010
Non-profit created under the Central Florida Bankruptcy Law Association to educate young adults about financial literacy.
Assisted in launching, including designing core presentation and board and committee communications
Cystic Fibrosis Foundation
2007 Food and Wine Festival Media Co-Chair October 2006 – March 2007
Assisted with developing a new media strategy to involve media in event, including a Blue Ribbon Panel